Marketing strategy for small- to medium-sized manufacturers [electronic resource] : a practical guide for generating growth, profit, and sales / Charles E. France.

By:

France, Charles E

Material type: Text

TextSeries: 2013 digital library | Marketing strategy collectionPublication details: [New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2013.Edition: 1st edDescription: 1 electronic text (xxxv, 306 p.) : digital fileISBN:

9781606496152 (electronic bk.)

Subject(s):

Genre/Form:

Electronic books.

Additional physical formats: Print version:: No titleDDC classification:

658.8 23

LOC classification:

HF5415.13 .F725 2013

Online resources:

Click to View

Available additional physical forms:

Also available in print.

Contents:

Acknowledgments -- Foreword -- 1. Necessary and sufficient conditions for increasing sales and profit -- 2. Getting down to basics -- 3. Customer analysis to improve the top and bottom -- 4. Quotation analysis to improve competitiveness -- 5. Using customer feedback to inform strategy -- 6. Product analysis and product management -- 7. New product development -- 8. Marketing research and competitor information -- 9. Crafting goals, objectives, and strategies from the bottom up -- 10. Sales management -- 11. Advertising and promotion -- 12. Conclusion -- Notes -- References -- Index.

Abstract: Small and medium manufacturers' attempts to grow their business often produce less-than-desired results due to self-inflicted obstacles and pitfalls that defeat their well-intended efforts. Many do not follow generally accepted basic business practices such as knowing product costs and margins, obtaining strategically useful information about customers, conducting market research to identify prospective customers, and understanding competitors' advantages and disadvantages needed to build effective growth strategies. Their approach to pursuing growth strategies--a.k.a shotgun marketing--is akin to ready, shoot, aim--and often the business' working capital, cash flow, financial ratios, and overall profitability are insufficient to afford the costs of needed sales, marketing, and promotional strategies typically called for to find and develop new customers, markets, and products.

Holdings ( 1 )
Title notes ( 10 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Ebook	TUS: Midlands, Main Library Athlone Online	eBook (Browse shelf(Opens below))	Available

Part of: 2013 digital library.

Includes bibliographical references (p. 299-300) and index.

Access restricted to authorized users and institutions.

Small and medium manufacturers' attempts to grow their business often produce less-than-desired results due to self-inflicted obstacles and pitfalls that defeat their well-intended efforts. Many do not follow generally accepted basic business practices such as knowing product costs and margins, obtaining strategically useful information about customers, conducting market research to identify prospective customers, and understanding competitors' advantages and disadvantages needed to build effective growth strategies. Their approach to pursuing growth strategies--a.k.a shotgun marketing--is akin to ready, shoot, aim--and often the business' working capital, cash flow, financial ratios, and overall profitability are insufficient to afford the costs of needed sales, marketing, and promotional strategies typically called for to find and develop new customers, markets, and products.

Also available in print.

Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

Mode of access: World Wide Web.

System requirements: Adobe Acrobat reader.

Title from PDF t.p. (viewed on May 28, 2013).